互联网时代服装品牌O2O商业模式的研究与实践

密级★保密期限：（涉密论文须标注）ZSTUZhejiangSci-TechUniversity硕士专业学位论文ProfessionalMaster’sThesis中文论文题目:互联网时代服装品牌O2O商业模式的研究与实践英文论文题目：ResearchO2ObusinessmodelofapparelbrandsintheageofInternet专业学位类别：艺术硕士专业学位专业学位领域：艺术设计作者姓名：吴玉璇指导教师：朱伟明完成日期：2014.12浙江理工大学硕士专业学位论文I摘要近几年，中国服装网购市场整体交易规模呈现稳步上升趋势。越来越多的消费者适应了线上购物，使得传统服装企业面临着巨大的压力与挑战。一方面要应对来自服装网购市场的冲击，另一方面要保持传统零售渠道的销售业绩，而O2O（OnlinetoOffline）模式的出现恰能帮助传统企业解决上述问题。传统的服装企业则必须审时度势，顺应时代的变革，打通O2O闭环。本文以互联网时代作为背景，一共分为六个章节：第一章，主要阐述本文的研究背景、目的及创新点；第二章，分析了如何运用互联网思维颠覆品牌服装传统的营销模式，并阐述了020模式的特征、服装企业O2O模式运营的现状；第三章，结合我国服装行业的现况，分析了服装品牌构建O2O模式的运行方式，包括服装品牌O2O运行的业务模式、盈利模式和导购模式等；第四章，通过剖析优衣库的O2O模式，进一步佐证了服装企业实行O2O模式的可行性；第五章，通过在A公司的实习经历，结合实践阐述A公司O2O模式的运营方案；第六章，就关于完善服装品牌O2O模式与完善优衣库品牌的O2O模式提出了设想与建议，并提出服装品牌实现O2O模式尚待解决的问题。本文的研究结论：第一，在盈利模式中，对于服装品牌在线上是选择自建平台还是第三方交易平台，做了比较分析，通过对优衣库的案例分析，认为服装品牌可实行B2C与O2O相结合的方式，同时建立自建平台与第三方交易平台；第二，对利益分配和O2O模式中服装的人、货、场的结合做了详细的归纳，并提出线上线下的相互引流，应打通会员模式、实现区域化精准营销和运用地图模式，而最后的终局是预售与顾客定制的C2B模式；第三，针对020模式下的导购模式，认为线上应运用社交网络建立顾客参与的新型导购方式，线下运用扫码的方式为顾客提供更详细的商品介绍。关键词：互联网；商业模式；O2O模式；服装品牌浙江理工大学硕士专业学位论文IIAbstractInrecentyears,thecommercemarketofapparelindustryhasshownasteadyupwardtrendinChina.Mostcustomershaveadaptedthisnewwayofshoppingexperience(onlineshopping),andpurchasingclothesonlinehasbecomefirstchoiceformostpeople.However,thistrendhasbroughttremendouspressureandchallengestotraditionalsalemethod,i.e.retailstoresale.Ononehand,retailstorehastofacethechallengesfrome-commerce;ontheotherhand,italsoneedstokeepitssalesperformance.Nowadays,onesolutionhasbeendevelopedtohelptheretailerstofixthissituation,i.e.OnlinetoOfflinemodel(O2O).Nevertheless,thismodelrequeststraditionalretailerstomakesomecertainchangesbeforeitcompletelyworks.ThisarticleconcentratesontheconceptionsoftheO2Obusinessmodeloninternet.Firstly,thisarticlewillanalyzethequestionthathowthethinksoninternetoverwhelmsthetraditionalbusinessmodelofapparelindustry.Secondly,itwillexpatiatethemeaningofO2Omodel,includingitstraits,andthestatusquoofO2Omodelappliedinclothingindustry.Thirdly,itwillanalyzehowO2Omodelworksatpresent,includingitsoperationalmodel,profitmodelandshoppingguidemodel.Fourthly,usingthecasestudyonO2OmodelappliedinUNIQLO,todemonstratethatthefeasibilityofthefullyimplementationofO2Omodelamongclothingenterprises.Atlast,thisarticlewillproposesomeassumptionsandadvisesonhowtoimprovethewayofapplyingofO2OmodelinclothingindustryandUNIQLO,andtheobstacleshavetobeovercomeduringtheprocess.Inconclusion:Firstly,inprofitmodel,bystudythecaseofUNIQLO,itisbettertocombineO2OwithB2C,i.e.,buildingownplatformandthirdpartyplatformatthesametime.Atthemeaningtime,afterexpatiatingtheelements(people,products,andplace)inprofitdistributionandO2Omodel,thisarticleproposesthatcompaniesshoulduseoff-lineandon-lineservicetogether,andmakeVIPmodel,regional浙江理工大学硕士专业学位论文IIIprecisionmarketing,andmapmodelinaseries,andthen,achievingtheC2Bmodel(off-linetoon-linetooff-line).Secondly,inshoppingguidemodel,thisarticleproposesthatcompaniesshouldusethesocialnetworktobuildthenewshoppingguidemodelwhichconcentrateonconsumerparticipationonon-linesales,andusethescancodetoprovidedetailedinformationtocustomersonoff-linesales.Keywords:Internet;businessmodel;O2Omodel;fashionbrand浙江理工大学硕士专业学位论文IV目录摘要...................................................................IAbstract................................................................II目录..................................................................IV1绪论...................................................................71.1研究背景及问题提出....................................................................................................71.2研究的目的和意义........................................................................................................81.3研究方法........................................................................................................................91.4创新点............................................................................................................................92文献综述.............................................................................................................................112.1服装企业电子商务概述..............................................................................................112.1.1电子商务的含义....................................................................................................112.1.2电子商务的商业模式............................................................................................122.1.3电子商务的分类....................................................................................................122.2互联网思维..................................................................................................................142.2.1互联网思维的含义................................................................................................142.2.2互联网思维的特征................................................................................................152.2.3新型移动互联概述...............................................................................................172.3服装企业O2O运营模式................